O2 PRIORITY x NETFLIX

Step into Nevermore

Promotional Marketing | Experiential Marketing

The challenge

As anticipation for Wednesday Season 2 grew, Netflix wanted to reignite its devoted fanbase and O2 Priority wanted to turn that excitement into real-world engagement.

Streaming hype alone wasn’t enough. Fans needed something tangible: a world they could step into, photograph, share, and remember.

The challenge was to extend fandom beyond the screen, drive footfall into O2 Priority retail spaces, and create an activation that felt authentically Wednesday while showcasing the O2 Priority offer.

The brief called for a darkly dramatic, highly shareable experience that could flex across multiple sites, generate buzz, and make O2 stores feel like part of Nevermore Academy itself.

Fan poses in cello-themed Nevermore Academy dorm room set inside O2 Priority store, recreating a scene from Netflix's Wednesday series.

Visitors explore immersive Wednesday-themed installations at the O2 Connected Lifestyle space, featuring gothic props and atmospheric lighting.

The solution

We transformed O2 Priority’s flagship spaces into Nevermore Academy, inviting fans to step beyond the screen and live inside Wednesday’s world. From eerie photo ops to black ice cream, the activation brought the series to life and made fandom feel real.

The concept, “Enrol in the Dark Side of Fandom,” positioned O2 Priority as the exclusive gateway into this immersive experience.

The big idea

Dorm Window Cello Photo Moment:
A striking in-store installation inspired by Wednesday’s dorm, complete with gothic stained glass and a cello prop. Designed as an instantly shareable selfie moment.
Angel Weekends:
Staff-led activations across the retail estate added energy and guidance, helping customers join competitions and photo opportunities.
Nevermore Yearbook Portraits:
At Oxford Street, fans wore branded blazers for Polaroid-style portraits, presented in custom photo sleeves as a collectable keepsake.
Black Ice Cream and Retro Sweets:
Branded “Ice Scream” and Sunshine or Shadows sweets (Black Jacks and Fruit Salads) turned each visit into a playful, sensory experience.
Wednesday-Themed Competition:
A £500 prize draw encouraged participation through QR codes and social sharing, with multiple touchpoints driving engagement across the space.

The retail experience was supported by hyperlocal digital campaigns and Google Ads using Nevermore Academy “enrolment” messaging, connecting the physical and digital worlds to drive store traffic and buzz.

Close-up of Sunshine or Shadows sweets and black ice scream display, part of the theatrical food experiences tied to the Wednesday campaign.

The results

1,148 digital-driven visits
7M+ impressions
650+ photos taken during Angel weekends
148 printed yearbook portraits
505 competition entries
1,288 QR scans (with 851 from the £500 prize QR alone)

We gave fans what they craved – a way to live the story. By combining immersive design, interactive moments, and clever digital prompts, we created something far more powerful than a poster or preview. This was a fandom moment they could step into and walk away from with memories worth sharing.

Why it worked

Fans crave live, sensory experiences that bring their favourite shows to life.

By combining immersive, cinematic design with clever digital prompts, we turned anticipation into action and proved that when you build the right world, fandom follows.

Fan holding a Polaroid camera for their printed Nevermore Yearbook portrait inside the Oxford Street O2 store during the activation weekend.

More like this